Class of 2017

Dismantling the brief
OUR TASK AT
HAND
GOALS WE
NEED TO
ACHIEVE
WHAT WE KNOW
SO WHAT?
Creating a long-term campaign for HelsinkiMissio’s youth crisis support center and
VOIMA project to raise national awareness of social exclusion of youth and recruit new
private persons to donate.
+1000 new donors/year within the next 3 years, and funding the Voima-project.
Although the official number of socially excluded youth is only 5 % (50 000) of the age group
15-29, a lot more are potentially at risk. Mental health plays a great role in handling the
challenges the modern society poses, and mental health issues are the biggest cause of
suffering and functional problems for young people. Currently, up to 20-25 % of Finnish
youth suffer from different kinds of mental health issues.
That’s every fourth kid.
Every fourth kid – that could mean you, your sister or
brother, your friend, your kid or grandkid, 6 people from a
classroom of 24.
And this huge group of kids are the ones more likely to be facing functional problems that can without support
eventually exclude them from the society. Not only is this an unforgivable mass of individual tragedies, it also
poses a threat of a significant economic and societal burden.
What can be done?
The easiest way to prevent being excluded from the society are preventive actions and early intervention*. Getting
help when things haven’t escalated. Or even if they have. Getting noticed and listened. Not being left alone. Being
mentored and taught vital survival skills – mental and physical wellbeing. Regaining a sense of self and power of
one’s own life.
This is what HelsinkiMissio Youth Crisis center and VOIMA project does.
*Sitra, 2015: Lasten ja nuorten palvelut 2020 – Jotta yksikään lapsi tai nuori ei tipahda turvaverkon läpi
What’s standing in our way?
Finnish media and great population have been dealing with youth’s social exclusion as a matter of ”us” and ”them”,
painting a gloomy picture of the excluded.
We need to make the Finnish population see that it’s not anymore a threat facing a distinct, small group of people
– it’s a growing nationwide problem that can touch every one of us through the growing amount of youth’s mental
health issues. Our goal is to make people understand the potential scope of the problem, and the ingredients for
solution that are already out there.
How do we overcome the challenge?
“We should all think of different scenarios to ourselves, families and children. What kind of future
awaits us? To quote the wise Jope Ruonansuu: ”Just think if it was you!” (Aatteleppa omalle
kohdalle!)”*
Just like Jope said, we need to make the view of youth at risk of being socially excluded
less narrow by making it more personal as a topic. Concretizing the issue and giving it
faces.
Emotional connection will drive our goals through a sense of personal urgency.
* Anssi Kela / Helsinki Missio magazine 1/2016
Our core campaign idea is to create the story of the
Class of 2017 – the story of the kids whose future we
can still have a positive impact on.
Our campaign strategy is built on three types of content in different media
that drive towards the ultimate, joint goal of making the Class of 2017
thrive and succeed
Hero content: Go-big moments that generate awareness,
public discussion and earned media attention around social
exclusion of youth, HelsinkiMissio and the services of
VOIMA and youth crisis support center.
Hub content: Regularly surfacing push content through
paid media, as well as the content shared in
HelsinkiMissio’s own channels, creating a direct call-toaction and/or reinforcing past positive behavior.
Hygiene content: Campaign website following the
progress made with the Class of 2017, encouraging to
monthly or one time donations and creating positive
reinforcement to existing donors.
HERO CONTENT KICKS THINGS OFF:
INTRODUCING THE CLASS OF 2017 – School portrait in Kamppi
We kick the idea of Class of 2017 off by organizing a performance two weeks
before the graduation day of 2016 in Kamppi’s Narinkkatori.
We have an imaginary classroom of 24 people: 15-year-old’s standing as if
posing for a class portrait. All of them hold signs in their hands, describing their
future plans. Except for 6, who have empty signs.
Class of 2017
The performance lasts for a day and is interactive – as people sign up as
donators in Narinkkatori, the six kids with the empty signs gradually get future
goals just like the rest of the class.
The message is simple: by donating, you give the young person a chance to
write their own future.
The one-day performance acts as a high-impact action to kick-off the
campaign. It raises attention and creates media and social buzz by a
stopping performance in a central place. Most importantly, it brings the
problem into people’s lives in a concrete manner.
The performance reignites the public, nationwide discussion of social exclusion as a
problem, the effect emphasized because of the overlapping graduation season, i.e.
emotionally relevant context. HelsinkiMissio actively takes part in the dicussion as an
opinion leader through e.g. own social media channels.
”A stopping performance
portraying the lost future
visions for some young
people”
MTV3 evening news
Jere Karalahti
45 min
Happened to pass by
Narinkkatori today and saw
something that got me
thinking about my story
…
Alexander Stubb @alexstubb 2t
@HelsinkiMissio Important discussion
opener in Kamppi today. Did you know
that everyday 6 under 30-y.o’s end up
going to disability pension for
depression? You can make a difference
by helping #CLASSOF2017 !
Keep reading
Reijo Karhinen @reijokarhinen 4t
@HelsinkiMissio We should all take
responsibility for the future of
Finland. Support #CLASSOF2017 if
you can.
”Ticking timebomb – what are the most horrifying scenarios for social
exclusion?” – Helsingin Sanomat 30.5.2016
HUB CONTENT DRIVES THE RAISED PUBLIC ATTENTION AND
AWARENESS TOWARDS DONATIONS: emotional storytelling and activating
content in selected media reaches the mass of potential donors efficiently.
School start -season
Class of 2017
MÄV
OIN
Graduation day –
report cards
Moi,
Class picture – 6
kids
Skjdflefln
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adbljahss
dsd….jba
fkjbasfba
slvbasnv
bas.cbasl
jfbasljvba
sjlvbasav
basvbasv
baslvbasl
kvbaslkjv
balksvba
ksöjhröw
ehgövkjs
dnvakenr
whegs
Kiitti ihan sikana että oot
jeesinyt viime aikoina. Mulla
on ollut vähän vaikeaa mutta
pikku hiljaa alkaa helpottaa.
Alotin jääkiekonkin
uudelleen.
Koulussakin oon jaksanut
käydä.
Pertti
Hakkarainen
Koivukatu 1
02300 Espoo
t. Mika
Spring 2016 graduation day
Print advertising on the front page of Helsingin Sanomat related to
significant milestone dates for youth catch the attention of our
target audience (donors) at the right moment and context and
continue the theme of Class of 2017. Emotional messaging
reinforces the efficiency of the direct call to action to donate
against social exclusion of youth. Mass media like HS
efficiently reaches older consumers likely to donate bigger
amounts.
Graduation day – 3 diplomas from different schools and one
wrinkled notification of absence.
School start – A class picture of 24 kids, 6 of highlighted with a
dashed line to be cut out.
We will set up an interactive display on central railway station metro
entrance, again displaying a class picture of 24 people, 6 of them
fading away. The display tracks the amount of donations real-time and
each time a threshold is reached, one of the faded kids returns to the
picture and starts to smile.
Individual portraits of the classrooms’ kids are present in the digital
escalator panels taking passengers to the metro platforms.
Crowdfunding-based approach and real-time updates engage
donors, make an impact on viewers and create discussion
around the common cause. Reaches a wide audience of city
dwellers from all age groups and encourages to take action.
Sending personalized thank you-reply texts to one-timedonors, with real feel interaction stories from young people
who have received help through HelsinkiMissio youth crisis
center and VOIMA programme offers an immediate
positive reinforcement for donating and encourages to
monthly donatorship.
Monthly donors are reminded of their good work with a
hand-written post cards. With postcards as a concrete
reminder of results, we look to increase donation
timespan, as donators often drop out after a few years.
+ Class of 2017 and the situation of the 6 at risk of fading followed closely in HelsinkiMissio’s own channels and on campaign website
Class of 2017-campaign continues the emotional and bold line Helsinki Missio is known for
It brings national awareness to the issue by reigniting the discussion on social exclusion
of youth and by widening the different viewpoints to the problems.
Most of all, it brings faces to the young people with a greater risk of exclusion, and makes
a clear point of how private donors can have an effect on how the kids’ future shapes out,
creating tangibility to a before abstract and distant issue. Emotional connection and
closeness drives reaching the goal set to the number of new donors.
Graduation day –
report card Print
May 2016
Class picture, 6
kids Print
Digital, interactive OOH,display
advertising, activation in owned
media
Class picture, 6
kids Print
Display advertising in hs,
activation in owned media
Display advertising in hs,
activation in owned media
Time
May 2017